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MODULE 13Persuasive Messages

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Module 13

Skills to• Choose and use persuasive strategies

• Organize persuasive messages

• Identify and overcome objections

• Write common kinds of persuasive messages

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Module 13

Skills to• Write effective subject lines for persuasive

messages

• Further analyze business communication

situations

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Module 13 Outline

• What are persuasive appeals?

• What is the best persuasive strategy?

• How should I organize persuasive

messages?

• How do I identify and overcome objections?

• What other techniques make my messages

more persuasive?

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Module 13 Outline

• What are the most common kinds of

persuasive messages?

• What is the best subject line for a

persuasive message?

• How can PAIBOC help me write persuasive

messages?

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•Orders and requests

•Proposals and recommendations

•Sales and fundraising letters

•Job application letters

•Reports (if they recommend action)

•Efforts to change behaviours (collection letters,

performance appraisals, public service ads)

Persuasive Message Types

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Primary Purposes• To have the audience act• To provide enough information so the audience knows exactly what to do

• To overcome any objections that might prevent or delay action

Persuasive Messages

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Secondary Purposes

• To build a good image of the writer

• To build a good image of the writer’s

organization

• To build a good relationship between the writer

and reader

• To reduce or eliminate future correspondence

on the same matter

Persuasive Messages

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Use Direct Requests when

• The audience will do as you ask without resistance

• You need a response only from people willing to act

• The audience is busy and may not read all messages

• Your organization’s culture prefers them

Persuasive Messages

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Use Problem-Solving Messages when

•The audience is likely to object

•You need action from everyone

•You trust the audience to read the entire

message

•You expect logic to be more important than

emotion in the decision

Persuasive Messages

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Crafting Problem-Solving Messages • Describe the problem you both share

• Detail the problem as it affects the audience

• Explain the solution to the problem

• Show that any negatives are outweighed by advantages

• Summarize any additional benefits

• Ask for the action you want

Persuasive Messages

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Persuasive Messages

Identifying Objections

• Use open questions

• Phrase your questions neutrally

• Ask follow-up questions to be sure you

understand and are understood

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• Specify how much time/money is required

• Put the time/money in the context of the benefits

they bring

• Show that money spent now saves money later

Overcoming Objections

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Overcoming Objections

• Show the benefits to another group or cause

supported by the audience

• Show the audience that the sacrifice is required

in the immediate for later benefit

• Show that advantages outweigh disadvantages

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Persuasive Techniques

Other techniques to increase

persuasiveness• Build credibility

• Build rational appeal

• Build emotional appeal

• Use the right tone

• Offer reasons for the reader to act promptly

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Persuasive Messages

Most Common Persuasive Messages• Orders

• Collection letters

• Performance appraisals

• Recommendation letters

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Persuasive Messages

Persuasive Subject Lines• Direct request: put the request, topic of the

request, or a question in the subject line.

• Directed subject line: identifies your stance

• Find a common ground, or show a reader benefit

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Persuasive Subject Lines

• The subject line should be neutral or positive

showing that you are solving a problem, not

just reporting one

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P What are your purposes in writing? A Who is (are) your audience(s)? I What information must your message

include? B What reasons or reader benefits can you use to

support your position? O What objections can you expect your reader(s)

to have? C How will the context affect reader response?

Persuasive Messages